Swoon Editions

Swoon is a British furniture retailer selling direct to consumer in pounds, covering sofas, chairs, beds, tables, storage, lighting and accessories. The catalogue is organised as much by style as by room, with Mid-century, Scandi, Art deco, Industrial and Contemporary sitting alongside Living Room and Bedroom. The store runs on Magento Enterprise with a headless React front end built on Magento PWA Studio.

Website Design

Navy with a named accent set. The core colour is a deep navy, extended into light, medium and shade steps, and the accents are named rather than numbered: antique brass, salmon, honey, coral, ash grey and a warm off-white called spring wood. The neutral ramp adds a dozen further steps, from liquorice and anthracite to platinum and aluminium.

One typeface, three weights. JuliSans carries the entire site in Light, Regular and Medium over a Helvetica and Arial fallback. There is no serif and no display face, so hierarchy comes from size and weight alone.

An app shell rather than pages. The front end loads as a single JavaScript application with a minicart and drawer navigation, so category and product views swap in without a full page load.

Shopping Experience

Depth over curation. The default category holds 4,865 products, including 1,043 sofas, 485 storage pieces, 475 tables, 459 chairs and 457 bedroom items. Clearance alone runs to 2,368 lines.

Fabric chosen as a swatch, not a dropdown. Upholstery is a configurable option with labels that name the weave, the colour and its family, for example “Easy Velvet | Bordeaux | Pinks & Purples” or “Smart Wool | Porcelain | Warm Neutrals”, and a separate Swatches section lets shoppers order samples first.

Speed as a merchandising axis. A Speedy Designs category of 1,661 products sits beside the made to order ranges, so lead time becomes a way to shop rather than a footnote at checkout.

Prices stated on the grid. Homepage cards show the figure directly, such as £329 for Penfold, £729 for Noah and £1,019 for Sandon, with configurable pieces marked “As low as” and a from price like £2,099.

Brand Storytelling

A promise in one line. The homepage opens with “Designed for the home obsessed. Made to keep forever.”, and the store positions itself on making rather than discounting.

Copy written in the first person. Product descriptions argue for the piece in the brand’s own voice. The Nygard sofa page opens “We think the Nygard sofa is your ‘One’. Why? Because we spent 14 gruelling months getting it just right”, then works through the cushion domes, the arm wadding and the spring and foam mix.

Notable Features

A 100 day home trial. The trial and a 10 year guarantee are stated as homepage pillars, with free returns inside the trial window.

Klarna at the payment layer. The Klarna web SDK loads on every page, placing instalment messaging alongside the standard card path.

Address lookup at checkout. A postcode lookup service loads site wide to complete UK addresses from a partial entry.

Live chat on every page. A Zendesk support widget loads across the storefront, so the help route sits in the same layer as the basket rather than behind a contact form.